Towards successful diversity initiatives: the importance of building audience connectedness

Volume: 37, Issue: 1-2, Pages: 144 - 161
Published: Nov 11, 2020
Abstract
The past decade has seen an increasing number of diversity initiatives undertaken by brands in an attempt to connect with consumers. While audiences view some initiatives positively, some evoke controversy or backlash, indicating that they have not been successful. Without clear research-based directions for designing diversity initiatives though, marketers continue to struggle. Therefore, this article proposes a framework of how diversity...
Paper Details
Title
Towards successful diversity initiatives: the importance of building audience connectedness
Published Date
Nov 11, 2020
Volume
37
Issue
1-2
Pages
144 - 161
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